Many companies that survive an economic downturn do it by cutting everything that doesn’t keep the lights on and the doors open. In that condition, they are treading water. They may avoid catastrophe, but they’re not going anywhere. The company is set on “idle.” Allowing the company to idle until the trouble passes might be

So far in this series on marketing, we’ve discussed three fundamental marketing questions: – What product or service do we want to sell? – What “competitive advantage” separates us from our competitors? – Who is uniquely suited to buy from us (who is our “prime prospect”)? Now, to conclude this series on marketing, let’s talk